PROJECT II

PROJECT II: EVERGREEN CAMPAIGN, PT. II

Let Extraordinary Take Over: Experience Cool, Unparalleled Comfort

Challenge: How do you extend an emotionally driven brand platform to support a clear product benefit—without sacrificing elevated tone or storytelling restraint?

Opportunity: Build on the success of “Let Extraordinary Softness Take Over” by turning a key customer tension—sleeping hot—into a reason to believe in Boll & Branch’s performance-driven luxury.

Creative Solution: Launched the second spot in the Let Extraordinary Take Over campaign arc, focused on the feeling of cool, uninterrupted comfort. The film continued the visual world established in the original, but shifted the emotional promise toward thermoregulation—inviting the customer to not just feel softness, but relief.

Using CGI once again to create a sensorial, immersive bedroom environment, the campaign brought to life the material performance of our proprietary organic cotton weave. Movement and light were choreographed to evoke a calming coolness, positioning our bedding as a solution that’s both elevated and effective.

This campaign extension balanced artful brand storytelling with clear utility—deepening trust, driving purchase intent, and reinforcing Boll & Branch’s leadership in both comfort and craftsmanship.